Paige is an enthusiastic Social Media Account Manager at News Xtend. With a degree in Communication and Creative Writing under her belt, Paige has gone on to pursue and grow her knowledge base in the digital space. There’s nothing Paige loves more than good doggos, good books and a good cup of tea.

Pivoting your Search strategy to drive performance during COVID-19

Reading time: 8 minutes

The current crisis is presenting many challenges that Australian businesses have never had to face before, meaning people have to be more agile than ever to stay afloat. As a result, many who have experienced a notable decline in cashflow have opted to remove all forms of marketing to save money.

Australian businesses, we feel you, and understand how tough this time is. However, choosing not to advertise right now could prove to be one of the biggest business mistakes made during this crisis.

Data, insights and consulting company Kantar has estimated that businesses who choose to remove all forms of advertising to save costs during the Coronavirus pandemic, will see a 39% reduction in their brand awareness.

This could have effects not just on your business performance now, but in the future. McGraw-Hill Research surveyed 600 businesses during the 1981 recession, and found that businesses that increased their ad spend during this period saw a 256% growth in their sales compared to those businesses that reduced or pulled their ad spend altogether.

This shows that now, more so than ever, advertising is essential, and with your target audience spending more time online than any other time ever before, you have the chance to reach them.

Of course, advertising in the same way you were before may not quite cut it. There are ways your marketing strategy will need to adjust to keep up with the current climate. We want to do everything we can to equip you with what you need to get through this tough time, so we have put together an SMB Survival Kit filled with various digital marketing strategies for multiple industries. This will ensure that businesses like yours can find multiple solutions. Click here to check it out.

In the meantime, we have put together some key highlights on how to improve your search strategy during this time.

Education

Despite the current goings-on, educational development will always retain its status as essential. The internet is crucial during this turbulent time to provide online educational options, or answer the questions of parents looking for 2021 (and beyond) school options.

Here are few things you could do to adapt your search strategy for the education industry:

According to News Xtend’s Search experts, market insights show that parents are still considering and contacting schools at this point in time. Utilise Google AdWord Campaigns to ensure your school is present online, when a parent is searching for it.

Consider utilising YouTube to maintain brand awareness on Google’s networks. Videos are a great way to keep the community engaged and informed. With social distancing and isolation, we anticipate that video views will increase, as more people turn to YouTube to stay entertained.

Ensure you are updating your website regularly with information regarding the school’s status on COVID-19. Additionally, make learning content/modules easily accessible for both students and parents. This will help with your SEO.

Auto

In a time that is so uncertain, many Auto businesses are choosing to pull away from their marketing, however it could prove to be very beneficial during this time.

News Xtend’s Search experts have found that within the auto industry there has been a decrease in searches, clicks and conversions, however, significant increases in cost per click. This is a common occurrence YoY, as consumers tend to hold off until the EOFY car sales to make their purchases and is not likely to be so negatively impacted by the COVID-19 virus.

Here are few things you could do to adapt your search strategy for the Auto industry in the meantime:

Increases in CPCs (cost per clicks) suggests that the market is still competitive. In order to remain front of mind for your customers, you need to be present where your competition is, to minimise their opportunity for conversion with other businesses simply because you aren’t there.

Consider YouTube or Gmail ads, targeting users who are in-market for cars, to maximise the opportunity for a conversion on your website.

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Hospitality

With new regulations for cafés, restaurants, pubs and clubs, it’s a time of upheaval for hospitality. You’re now limited to takeaway and delivery which has meant some businesses can’t operate, or have had to make changes to their operations for the foreseeable future.

It comes as no surprise then that News Xtend’s Search specialists have seen decreases in searches, clicks, conversions and CPCs all around. However, there are still ways to reach people during this time.

Here are few things you could do to adapt your search strategy for the hospitality industry:

Conversions on delivery services are likely to spike and with most delivery services now offering ‘no contact’ delivery, they will likely be able to weather this storm. Pivot your messaging towards your services that require minimal contact.

Move your budget to YouTube to keep your branding present, especially while more people turn to YouTube for entertainment during this lockdown period.

If possible and not already being done, consider allowing customers to order their food online. Where delivery is not available, allow for pickup services that don’t require customers to be out in the open for a long period of time.

Trades and Construction

While many other businesses have been forced to shut down during this period, trades and construction businesses are still able to operate as normal, with respect to social distancing rules. This means that there are a lot of people online who are finally looking at getting jobs done that they’ve been putting off.

News Xtend’s Search specialists back this notion, having seen slight increases in searches, clicks, conversions and CPCs across the board. However, there are still things that should be considered to maximise your search strategy’s potential.

Here are few things you could do to adapt your search strategy for the trades and construction industry:

The increase in CPC would suggest that your competitors are not backing out of the game anytime soon and it is likely that they will continue to ramp up their marketing efforts during this time. With this in mind, ensure you remain on course with your marketing efforts.

As the data shows that there is still a market for these kinds of services, it would be best for your business to get in early to maximise your return on your clicks, while they are still relatively cheap. Later down the track, with competition rising, it could end up being more expensive.

Where possible, virtual consultations will help ease consumer anxiety. Give customers the opportunity to provide information that enables you to do your job, without the need for physical interaction.

Tourism and Travel

Tourism and travel businesses are feeling the full effects of the current pandemic. With isolation regulations still firmly in place and travel regulations even more strict, many in this industry are struggling to know how to operate during this time. However, as everyone is at home with plenty of time on their hands, there has never been a better time to encourage people to plan their dream holiday for when this is all over.

Here are few things you could do to adapt your search strategy for the Tourism and Travel industry:

The online market remains competitive, as businesses try to win customers with cheaper deals. A great pivot strategy for travel and tourism businesses would be to utilise YouTube and Gmail ads, with creative messaging regarding ‘escaping isolation’. This may help to ease consumer anxiety and give them something to look forward to.

Amend your ad messaging to encourage people to book travel plans that are well into the future. This will really help ‘plant the seed’ in your customers’ minds about planning and booking with your business in future.

Retail

With new regulations around social distancing, it’s a difficult time to be in retail. If you’re operating, you might be limiting the number of people in your store. In addition, people are mostly staying home as per official advice, and many people are nervous about spending as they worry about their future employment. It’s the perfect storm. However, there are still ways that advertising can assist here.

Here are few things you could do to adapt your search strategy for the Retail industry:

Businesses who have the option to transact or deal with their customers online but don’t have a strong focus on their online presence, have a huge opportunity for growth during this period. Now is the perfect time to look into setting up an online store.

For brick and mortar stores, News Xtend can help build a website that may be able to facilitate conversions during this tough time. Otherwise, consider a good e-commerce platform, to enable your customers to transact online.

Ensure you are being creative with how you reach your customers and keep them engaged with your brand through ad copy.

Professional Services

Life is still happening. Even though everything feels like it’s up in the air while everyone is self-isolating, there are still things people can’t avoid, like help with their taxes or legal advice. With the EOFY coming up, now is the perfect time to be advertising.

Here are few things you could do to adapt your search strategy for the professional services industry:

Pivot the messaging in your ads and assets to inform existing and potential customers that you can service them safely.

Reflect any business operational changes on your website, to validate your ads.

Look into the potential of virtual connections with customers. Investing in teleconferencing, video conferencing or other internet-based communication services can help give your customers peace of mind that you have their personal health & safety at heart.

Medical

In this current climate, medical businesses have been in high demand. According to News Xtend’s Search specialists, medical services are seeing increases in conversions, despite a decrease in searches and clicks. Cost per clicks (CPCs) are also lower. This shows that people who are currently searching for medical services are more inclined to actually convert, so there has never been a greater time to improve your business’s search strategy.

Here are few things you could do to adapt your search strategy for the Medical industry:

Take advantage of the cheaper CPCs and let your campaign optimise towards them. This ensures that when society returns to normal the campaign will be able to maintain a competitive edge in the market.

Pivot your messaging to online consultations and consider reaching out to your existing customers and keep them updated on what’s happening within your industry. Gmail ads are the perfect way to facilitate updating your current customer base.

With more and more people staying home, we’re seeing a lot of success from businesses who can quickly pivot to employing virtual connections with their customers. Investing in teleconferencing, video conferencing or other internet-based communication services can help give your patients peace of mind that you have their personal health and safety at heart.

Real Estate

COVID- 19 is presenting both challenges and opportunities for real estate. While times of uncertainty like this can reduce the public’s propensity to purchase property, record rate cuts make it a good time to enter the market, and it’s important to let your target audience know that.

Here are few things you could do to adapt your search strategy for the Real Estate industry:

With the high levels of uncertainty pertaining to the impact of COVID-19, the industry is seeing a lot of businesses leaving the online marketing space. This opens up the market to savvy real estate businesses, looking to remain present. While competition is low, you can anticipate cheaper CPCs, which will help to ensure that when consumer confidence returns to normal, your campaign will already be competitive.

Consider splitting your budget between Search and YouTube and/or Gmail Ads, to reach your potential customers where they are, whilst remaining active in the Search space.You can then move your entire media spend back to AdWords when consumer confidence is back up.

Show your customers that you are here for them during this time. With so much uncertainty and with the high value of real estate assets, you will do well to help your customers feel at ease, to strengthen brand trust.

Improve your website to include virtual tours and more virtual methods of communication. This will place you up front as a leader in innovation in your industry.

If you have any further questions, remember that News Xtend is here to assist and support your business, so do not hesitate to reach out to one of our experts for advice today.